Travis catches up with his old friend Todd Lamb, founder of Pure Life Organics, a wellness brand that has generated over $100 million in gross revenue through direct response and DTC e‑commerce. Coming from nearly 20 years in policing—including K‑9, undercover surveillance, and leading a tactical team—Todd shares how a backyard “redneck margarita maker” on eBay pulled him into the online world, and how he navigated the evolution from info products and VSLs to a durable, compliant brand with repeat buyers and lean operations.​

On this episode we talk about:

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  Todd’s path from young dad to military, commercial diving, policing, and eventually leading a SWAT (tactical) team before retiring into entrepreneurship​

  
  


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  The first spark: building a DIY margarita machine, selling the plans on eBay in 2003, and realizing the internet could be a real business engine​

  
  


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  Launching fitness and jiu-jitsu funnels, the breakout success of Alpha and flat-belly tea, and the shift from all-affiliate direct response to owning the traffic and the brand​

  
  


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  The difference between direct response and e‑commerce—emotional VSLs versus longer-tail, brand-led journeys—and what that means for refunds, customer quality, and compliance​

  
  


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  Why Todd transitioned early into e‑com, how affiliate abuse blew up his domain reputation, and what it took to rebuild as a white-glove, exit-ready brand run lean by a small, trusted team​

  
  

Top 3 Takeaways

1. 
   

   A “safe” career and lack of entrepreneurial pedigree do not disqualify you; Todd built a nine-figure track record starting as a young dad in the military and then a career cop who experimented online in his spare time.​

   
   


2. 
   

   Direct response can scale fast, but it comes with higher refunds, compliance risk, volatile affiliate traffic, and brand damage; shifting to thoughtful e‑commerce with strong customer experience creates long-term value and optionality for exit.​

   
   


3. 
   

   Building lean with people you trust, focusing on LTV, repeat customers, and careful email practices turns a cash-flow machine into an asset that works whether or not you ever decide to sell.​

   
   

Notable Quotes

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  "No house with a swimming pool is complete without a margarita maker—and that little eBay experiment made me realize what was possible online."

  
  


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  "Direct response is like turning a stranger into a buyer in one emotional shot; e‑com is a longer, more elegant and thoughtful journey."

  
  


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  "We stopped emailing for everyone else’s offers; we only promote our own products because we want our customers to trust that when we show up, it’s actually for their benefit."

  
  

Connect with Todd Lamb:

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  Website (Brand): https://purelifeorganics.com/

  
  


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  Personal Instagram: https://www.instagram.com/followtoddlamb/?hl=en

  
  

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